Photoplay (Jul-Dec 1923)

Photoplay Magazine — Advertising Section I 2 I The feeling that grew out of this incident led in time to the return of Mary Pickford to Biograph. The war of "Imp" against the Motion Picture Patents Company had an incidental result of interest in the formation of totally unrelated business. Watterson R. Rothacker, the Chicago representative of Billboard, an amusement journal, in the opportune year of ioio was struck with the possibilities of a business devoted to the making of motion pictures for industrial and advertising purposes. He looked about for backing and discussed his project with Carl Laemmle and Robert Cochrane, of the Independent Motion Picture Company. This was at one of the many moments when another Patents Company injunction blow was about to fall. Cochrane and Laemmle were not especially interested in advertising pictures, but they saw a handsome legal loophole in sight. They agreed to finance Rothacker's project if he would name it "Industrial Moving Picture Company" — thus giving it those same valuable, trademarked initials, I M P. In the event the Independent Company was shut down by the courts, the producing activities could, at an instant's notice, be shifted over to the Industrial Company and the trademark would be saved along with the product — at least until a new injunction should issue. Meanwhile the trend of the court war shifted. The emergency situation which gave Rothacker his opportunity passed without a crisis and, two years later, he purchased the "Imp" interests. Presently the concern took on its present name, the Rothacker Film Manufacturing Company. Many advertising and industrial pictures were made before 1910. As we have noted in earlier chapters, Haig & Haig put whiskey advertisements on a street screen on Broadway as early as 1897. But Rothacker was first to see the serious business possibilities of the advertising picture. His first release, back in 1911, was "Farming with Dynamite," a one-reeler calculated to show that nitroglycerine is mightier than the plow. The prosperity of the "Imp" concern and Laemmle's film service in defiance of the trust increased the general courage of the independent field, and others rapidly rose to cooperate and compete. A brand new war, a desperate civil war among the independents was brewing, long before the main issue with the Patents Company had come to a conclusion. In our next chapter we shall see some of the humor and desperation of this conflict among the independents and trace some of its consequent effects toward the making of the great names of the screen ofjtoday. [ TO BE COXTINUED ] What's Going to Happen to Jackie Coogan? [ CONTINUED FROM PAGE 39 ] finally said, gruffly: "I'll stake you to the difference if you haven't enough." "I guess I'll have to borrow thirty cents, then," perspired Jackie. Then turning to his Dad he said: "My goodness, Daddy dear, this place is more expensive than the Ritz. Fortyseven dolla rs for seven people . My goodness ! ' ' The ruffians howled, and the waitress, who had framed with the monsters, came forward with the correct bill; it was for seven dollars. Jackie wiped his brow and smiled wanly. "I thought somebody was framing on me. But I'm through. Here, Daddy dear, take it all — I'm through with money. It has only brought me trouble." And with a prodigal gesture he swept his finances across the table to his father. Today Jackie Coogan is a happy man. He still demands fifty cents for every gag he thinks up for his director, but he spends it as fast as he gets it. His particular vice of ex Asold as the East itself is the Lure of Incense. Through its winding wreaths comes the dreamy tinkle of temple bells; the Mystery, the Romance and Enchantment of brilliant days and starlit nights; and a fragrance enticing. 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